The Besuca Case – Tradition Meets Innovation: Transitions Within a Family Business Case Study

Abstract

Thanakorn Rattanavoranun never set out to become a business owner, though his entrepreneurial spirit was undeniable. Raised in a small Thai village in Nakhon Si Thammarat, a province renowned for its handwoven textiles and deep-rooted craftsmanship, he was captivated by the vibrant colors and intricate textures of traditional Thai fabrics. These garments carried history, identity, and a sense of belonging, shaping his appreciation for heritage from a young age. Years later, that legacy would resonate with the next generation as well. His daughter Rachel, the eldest, and his younger son Napat had recently completed their business degrees when they began to explore how they might contribute to the family’s growing firm.